Barco Projection(Marketing-1)

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INDIAN INSTITUTE OF MANAGEMENT
UDAIPUR

CASE: BARCO PROJECTION SYSTEMS(A)WORLWIDE NICHE MARKETING

SUBJECT: MARKETING 1
INSTRUCTOR: Prof K.R.Jayasimha

NAME | ROLL No. | MANISH KAKATI | 111025 | NIVEDITHA NADIMPALLI | 111028 | SONU ROSHAN EKKA | 111052 | VIKRAMADITYA GUHA | 111058 |

EXECUTIVE SUMMARY
The following immediate actions are recommended to BARCO PROJECTION SYSTEMS(A): * To stop the development of BD700 and give full priority to BG800. * To set price of BG800 above the 1270’s price. * To retain current BG400 price until launch of the BG800. * As the market segmentation between the BG & BD series is becoming less strong with the introduction of the 1270 it is recommended to reduce the price of the BD400 & the BD600 so as to value ratio that is out of balance compared with the BG800. * To maintain a competitive edge, BARCO have to adopt innovative technologies. Failing to do so will result in BARCO being a follower rather than a tech. leader. * Apart from adhering to their catering products for niche market, it is imperative that BARCO continue to devote commitment to research and development to retain quality products and their market leadership.

PROBLEM STATEMENT:

BARCO Projection Systems( BPS) is a company that designs , manufactures and markets sophisticated video projectors for industrial applications. In 1989, SONY Corporation, launched its new product 1270 which dethroned BG400 from the position of the industry’s highest performing projector. 1270 was also rumored to be priced at least 20%-40% lesser than the prevailing market price in its category of quality.
BPS being a small manufacturing firm could not compete with SONY Corp. both on price and on quality and was worried about an erosion of its market share. According…...

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